ent Institute of Education (Pty) Ltd 2022 Page 1 of 6 MODULE NAME: MODULE CODE: CUSTOMER RELATIONS MANAGEMENT CURM7311/d CURM7321/d ASSESSMENT TYPE: ASSIGNMENT 1 (PAPER ONLY) TOTAL MARK ALLOCATION: 100 MARKS TOTAL HOURS: 10 HOURS By submitting this assignment, you acknowledge that you have read and understood all the rules as per the terms in the registration contract, in particular the assignment and assessment rules in The IIE Assessment Strategy and Policy (IIE009), the intellectual integrity and plagiarism rules in the Intellectual Integrity Policy (IIE023), as well as any rules and regulations published in the student portal. INSTRUCTIONS: 1. No material may be copied from original sources, even if referenced correctly unless it is a direct quote indicated with quotation marks. No more than 10% of the assignment may consist of direct quotes. 2. Save a copy of your assignment before submitting it. 3. Assignments must be typed unless otherwise specified. 4. All work must be adequately and correctly referenced. 5. Begin each section on a new page. 6. This is an individual assignment. Referencing Rubric Providing evidence based on valid and referenced academic sources is a fundamental educational principle and the cornerstone of highquality academic work. Hence, The IIE considers it essential to develop the referencing skills of our students in our commitment to achieve high academic standards. Part of achieving these high standards is referencing in a way that is consistent, technically correct and congruent. This is not plagiarism, which is handled differently. Poor quality formatting in your referencing will result in a penalty of a maximum of ten percent being deducted from the percentage awarded, according to the following guidelines. Please note, however, that evidence of plagiarism in the form of copied or uncited work (not referenced), absent reference lists, or exceptionally poor referencing, may result in action being taken in accordance with The IIE’s Intellectual Integrity Policy (0023). Markers are required to provide feedback to students by indicating (circling/underlining) the information that best describes the student’s work. Minor technical referencing errors: 5% deduction from the overall percentage – the student’s work contains five or more errors listed in the minor errors column in the table below. Major technical referencing errors: 10% deduction from the overall percentage – the student’s work contains five or more errors listed in the major errors column in the table below. If both minor and major errors are indicated, then 10% only (and not 5% or 15%) is deducted from the overall percentage. The examples provided below are not exhaustive but are provided to illustrate the error Required: Technically correct referencing style Minor errors in technical correctness of referencing style Deduct 5% from percentage awarded Major errors in technical correctness of referencing style Deduct 10% from percentage awarded Consistency • The same referencing format has been used for all in-text references and in the bibliography/reference list. Minor inconsistencies. • The referencing style is generally consistent, but there are one or two changes in the format of in-text referencing and/or in the bibliography. • For example, page numbers for direct quotes (in-text) have been provided for one source, but not in another instance. Two book chapters (bibliography) have been referenced in the bibliography in two different formats. Major inconsistencies. • Poor and inconsistent referencing style used intext and/or in the bibliography/ reference list. • Multiple formats for the same type of referencing have been used. • For example, the format for direct quotes (in-text) and/or book chapters (bibliography/ reference list) is different across multiple instances. Technical correctness Referencing format is technically correct throughout the submission. Position of the reference: a reference is directly associated with every concept or idea. For example, quotation marks, page numbers, years, etc. are applied correctly, sources in the bibliography/reference list are correctly presented. Generally, technically correct with some minor errors. • The correct referencing format has been consistently used, but there are one or two errors. • Concepts and ideas are typically referenced, but a reference is missing from one small section of the work. • Position of the references: references are only given at the beginning or end of every paragraph. • For example, the student has incorrectly presented direct quotes (in-text) and/or book chapters (bibliography/reference list). Technically incorrect. • The referencing format is incorrect. • Concepts and ideas are typically referenced, but a reference is missing from small sections of the work. • Position of the references: references are only given at the beginning or end of large sections of work. • For example, incorrect author information is provided, no year of publication is provided, quotation marks and/or page numbers for direct quotes missing, page numbers are provided for paraphrased material, the incorrect punctuation is used (in-text); the bibliography/reference list is not in alphabetical order, the incorrect format for a book chapter/journal article is used, information is missing e.g. no place of publication had been provided (bibliography); repeated sources on the reference list. Congruence between in-text referencing and bibliography/ reference list • All sources are accurately reflected and are all accurately included in the bibliography/ reference list. Generally, congruence between the intext referencing and the bibliography/ reference list with one or two errors. • There is largely a match between the sources presented in-text and the bibliography. • For example, a source appears in the text, but not in the bibliography/ reference list or vice versa. A lack of congruence between the in-text referencing and the bibliography. • No relationship/several incongruencies between the in-text referencing and the bibliography/reference list. • For example, sources are included in-text, but not in the bibliography and vice versa, a link, rather than the actual reference is provided in the bibliography. In summary: the recording of references is accurate and complete. In summary, at least 80% of the sources are correctly reflected and included in a reference list. In summary, at least 60% of the sources are incorrectly reflected and/or not included in reference list. Overall Feedback about the consistency, technical correctness and congruence between in-text referencing and bibliography: ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………. ………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………. At the end of this specific assignment, students should be able to: • Discuss various elements within the traditional marketing approaches; • Discuss and apply the focus areas of relationship marketing; • Discuss the ‘learning relationship’ and its importance; • Explain how knowledge and interaction improves learning relationships; • Illustrate relationship loyalty by critically discussing customer retention, customer migration and customer lifetime value; • Critically discuss key success factors of service management; • Explain significant developments relating to lateral partnerships; • Critically discuss specific lateral partners who affect the organisation; • Examine strategies for stakeholder relationships. Assignment Instructions • Make sure to read all questions and requirements clearly within each question. • Additional reading and research are required. • Referencing requirements: the reference rubric will be used, the Harvard style must be used, the submission must be submitted through SafeAssign. • See notes on word count limits at all applicable questions. Question 1 (Marks: 100) Burger King targets meat-free market with new menu items In a bid to cater to the growing demand for meat-free food options, Burger King South Africa has introduced a plant-based Whopper, Vegan Royale and Vegan Nuggets to its local menu, all made with100% plant-based ingredients. The quick-service restaurant chain says that vegan, vegetarian and flexitarian lifestyles have become increasingly popular in South Africa over the last few years as consumers look to lead a healthier and balanced life. According to a recent study conducted by the brand, the primary driver of plant-based eating was directly related to health, with four out of five consumers revealing that they were committed to eating healthy. While some choose to avoid meat altogether, there are still those who choose to balance their week’s meals with meat and non-meat-based dishes – essentially following what has become commonly known as a ‘flexitarian’ diet. Ezelna Jones, group marketing executive at Burger King South Africa, says: “We understand that consumers are looking to make healthier food choices which is why Burger King is constantly looking for ways to make eating out easier. Early this year, we pledged our commitment to developing an entire menu containing 100% natural ingredients and now, we’re introducing healthy plant-based and vegan options. “We very much support the idea of balanced, healthy eating, which is why we are excited for our guests to try our brand-new range of products.” Goal to be market leader Jones goes on to explain that Burger King aims to be the global leader in plant-based alternatives in the QSR industry. “Our aim is to offer vegan, vegetarian, and plant-based alternatives that do not compromise on flavour or price. Why should it? By working with partners such as The Vegetarian Butcher and securing endorsements from industry leaders like V-Label, which is administered by ProVeg international, we know we can create the industry’s leading vegan and vegetarian recipes to truly bring BK to you Your Way.” In addition to the three new menu items, meals can also be accompanied by two dip pots for nuggets, fries and Pepsi – all vegan choices that have been endorsed by V-Label. “V-Label is proud to have been involved with the vegan endorsement of Burger King’s new vegan menu options. We see this initiative as more than a trend and applaud Burger King’s shift towards providing new and existing customers with healthier, more sustainable, and ultimately, in our opinion, tastier options,” says Donovan Will, country director ProVeg SA, V-Label. Source: https://www.bizcommunity.com/Print.aspx?l=196&c=785&ct=1&ci=220155 [Accessed 1 February 2022]. Q.1.1 Concerning the Burger King brand, discuss the various elements within the traditional marketing approach. (15) Q.1.2 Relationship marketing aims to satisfy existing customers and so spread the word via those customers about how well the product or service works (Tait & RobertsLombard, 2018). Evaluate whether Burger King applied the focus areas of relationship marketing, by comprehensively discussing each element. (15) Q.1.3 Companies that focus on gaining customer knowledge and developing insight into this knowledge, can deepen and extend customer relationships. Advise Burger King on the information that should be stored within their database for them to improve their position. (10) Q.1.4 Justify the following statement: “The acquisition of new customers will have a more positive impact on Burger King than simply retaining their existing customers”. In your answer, state whether you agree or disagree with the statement and motivate your answer. (10) Q.1.5 Critically discuss the key success factors of service management and how Burger King can implement it. (15) Q.1.6 The term “bottom line” is well-known when referring to the profits of an organisation, but the term “triple bottom line” (TBL) is now becoming a common term. Justify the need for the triple bottom line in an organisation such as Burger King. Explain why it can be important to the organisation and in your answer, include how the triple bottom line can be useful to Burger King. (9) Q.1.7 Several stages have been identified in the development of stakeholder relationships. Outline and explain these five stages. (10) Q.1.8 In building relationships with investors, the organisation should make use of the RACE (research, analysis, communication and evaluation) formula. (16) If you were the investor relations manager of Burger King, describe in detail how you would use the RACE formula to reach investors. In your answer, you should begin by explaining the RACE formula and then apply the formula to your role at Burger King. [TOTAL MARKS: 100]
